[Lancaster, Pa.] Armstrong has set up a company-owned distribution business in the Pacific Northwest, according to Paul Murfin, vice president of sales. Armstrong NW LLC will provide sales and distribution services for Armstrong's residential flooring products in Alaska, Idaho, Montana, Oregon, Washington and Wyoming.

Armstrong commercial products will continue to be distributed through Kent, Wash.-based Pacific Mat. Bruce Hardwood will continue to be sold through Kent, Wash.-based Cascade Pacific and Delson, Quebec-based Goodfellow, Murfin said.

"As a result of the distribution changes that took place in the Pacific Northwest, Armstrong decided to try a different approach in this region,bCrLf Murfin said. The primary change occurred when Armstrong and Kent, Wash.-based Sea-Pac Sales decided to end their partnership. "We didn't have another distributor to go to,bCrLf Murfin said. "We looked at our options and said it may be time we tried to do this for ourselves.bCrLf

In the interim, Armstrong has serviced the region via Pacific Mat and San Francisco-based B.R. Funsten. This set up has not been without issues, Murfin noted. "We are extremely grateful that our customers have continued to work with us on any problems our recent distribution challenges may have caused them and their business. Clearly this is something Armstrong would have chosen to avoid.bCrLf

Murfin said the company is "highly motivatedbCrLf to improve its relationship with dealers in the region. He believes the new company will provide "equal to, or betterbCrLf service than the region has had in the past.

The distribution division is headed by Monte Asken, who will serve as general manager reporting to Murfin. Asken will lead a sales team of eight representatives working exclusively for Armstrong. Retailers and flooring contractors will place orders via Lancaster, where dedicated customer service and credit departments have been established keeping Pacific coast hours, Murfin said. Armstrong has opened a warehouse in Seattle to house inventory with a third-party firm responsible for order fulfillment.

Armstrong notified customers of its plan via letter recently. "It's encouraging the number of credit applications we've received just as a result of the letter,bCrLf Murfin said. The sales force is now actively calling customers in the territory. "We are eager to earn the respect, support and business of the Northwest dealer community and will work hard to win their support every day,bCrLf Murfin said.

Murfin said that owning distribution in the region was simply a solution to a particular problem and not a test for other parts of the country. "We will see firsthand the issues our distributors live and breathe every day. It will be a good learning experience. It was a matter of the right time and place, but if a need arises some other place we will have the benefit of this experience.bCrLf

Armstrong is making a significant financial commitment to the enterprise with inventory, third-party logistics and nine dedicated employees. There is also the fact that since the separation from Sea-Pac, Armstrong has been subsidizing freight out of San Francisco, Murfin said.

This is not the first time a manufacturer has opened a distribution division in the region. Canada-based Kraus Carpet Mills has owned Pacific Northwest distributor Sound Floor Coverings since August 2000.